Westfield celebrates the personal moments that matter in 2024 Christmas campaign
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Shopping centre chain Westfield has released its Christmas campaign for 2024, celebrating the intimate moments that paint the holiday season.
The ‘Feels Like Christmas’ platform leverages three films, with each focusing on a specific moment that embodies Christmas.
There’s ‘Scissors-A-Gliding’, a woman’s tale of the satisfying sounds that come with her mother and aunt’s scissors gliding through wrapping paper; ‘The First Slice’, a look at the baking process of a man’s Nonna’s panettone, and ‘Dasher the Daggy Reindeer’, a reindeer ornament that holds immense sentimental for its owner.
“Christmas is a time to feel – joy, togetherness, excitement and gratitude. Our Westfield campaign spotlights personal stories that feel universal, reminding us to soak up the moments that feel like magic and enjoy the festive fuzzies that make this season so meaningful,” commented Scentre Group’s head of marketing, brand and content, Amy Copley.
The platform will play in New Zealand and Australian markets, using online video, Spotify 3D Audio, out-of-home, social, radio, and within Westfield’s media environment, such as its digital and social platforms and in-centre Smart screens.
‘Feels Like Christmas’ will also use an earned campaign that provides insights into the holiday’s wellbeing benefits. It is expected to offer audiences the science that goes into each benefit, and seeks “to prompt a cultural conversation about how we all get more this Christmas”.
AKQA’s chief creative officer, Chad Mackenzie, added: “This campaign was an absolute trat to work on.
“Starting with real stories and honing in on moments that might seem small on the surface, but are powerfully emotive kick-starters of Christmas, helped take the storytelling to another level, along with the stunning craft from our production partners.”
Credits:
AKQA:
General Manager – Justine Leong
Chief Creative Officer: Chad Mackenzie Chief Strategy Officer: Iona MacGregor
Senior Strategist: Enid Sung
Senior Copywriter: Annie Bettis
Executive Creative Director: Joe Hill
Senior Art Director: Whitney Moothoo Production Director: Colin Tuohy Senior Producer: Cathryn Cooper Group Client Partner: Olivia Kaufman Group Account Director: Jayne Driver
Senior Account Manager: Cara Turney
Senior Account Manager: Kate Crowley
Senior Designer: Daniel D’Angelo
Head of Studio/Finished Artist: Grant Hendren
Production Company: FINCH Company Director: Kyra Bartley
MD: Corey Esse EP: Nick Simkins Producer: Kate Menzies DOP: Grégoire Lière
Production Designer: Helen Fitzgerald
Casting: Felicity @ Byrne Casting
Stills Photographer: Ben Hansen
Post Production: Arc Edit
Editor: Jo Scott
EP: Winnie O’Neil
Post Producer: Sally Quade & Renee Masters
VFX Artist & Technical Director: Charlotte Wilson-Lee
Colourist: Fergus Rotherham
Online: Heather Galvin
Illustrations:
Like Minded Studios: Luca Ionescu
3D Animation: Mister
Music & Audio Prod: Massive Music
Sound Designer: Simon Kane
General Manager / Executive Producer: Katrina Aquilia
Music ECD: Ramesh Sathiah
Composer: Adrian Sergovich
VO casting/Direction
Eardrum: Ralph van Dijk
Scentre Group:
General Manager Marketing & Community: Jacqui Waine
Head of Marketing, Brand & Content: Amy Copley
Group Marketing Manager: Kristi Grose
Group Programming Manager: Fi Clark
Group Public Relations Manager: Rebecca Mahoney
Senior Marketing Manager, Campaigns: Tahlia Irving
Senior Programming Manager: Erika de Padua
Senior Public Relations and Social Media Manager: Emma Niven
Marketing Manager, Campaigns: Xanthe Collier
Public Relations and Social Media Manager: Emily Pruessner
Marketing Executive, Campaigns: Tamika Adams
EssenceMediacom:
Client Partner: Dan Morgan
Group Client Director: Beth Adams
Group Planning Director: Lauren Nolan
Marketplace Assoc. Director: Rachel Seage
Digital Director: Beiai Torres
Marketplace Assoc. Manager: Nicola Cadman
Marketplace Coordinator: Gagan Singh
Performance Coordinator: Lotty Liang
Wavemaker NZ:
Account Manager: Annabelle Wilkinson
PR:
Australia: Ogilvy PR
New Zealand: Hustle & Bustle
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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